TRI-LOX
Directing storytelling across newsletters, social media, and website—ensuring every image, caption, and campaign reflects the brand’s craftsmanship, sustainability values, and signature visual style.
Inside the Workshop: Crafting the Tri-Lox Narrative
PR and growth strategy centered on:
Showcasing signature projects: Spotlighted signature work like the sculptural NEST playscape at the Brooklyn Children’s Museum , the destination-worthy Atelerie boutique in Bermuda , and the wood-forward interiors of Grimm Artisanal Ales in Williamsburg , each framed as a case study in design integrity.
Positioning Tri-Lox as a sustainability leader within the design/build sector by emphasizing their meticulous sourcing, reclaimed material stories, and environmental commitments.
Targeting niche media across architecture, interior design, and craft-driven hospitality spaces.
Leveraging visual storytelling — from high-resolution photography to on-brand social content — to showcase materiality and process.
Expanding business development channels, personally coordinating introductions and in-person pitch meetings with architectural and design firms to open doors for new collaborations.
“Whatever it is, the way you tell your story online can make all the difference.”
“Whatever it is, the way you tell your story online can make all the difference.”
OWNED MEDIA
Sustainability in the Grain: Tri-Lox’s Craftsmanship Shapes Luxury and Public Spaces”
A design + build firm blending architectural precision, exotic woods, and sustainable sourcing — and the PR strategy that brought them into the pages of top architecture, design, and lifestyle media.
Tri-Lox isn’t just a design and fabrication practice — it’s a full-circle wood story. From their Brooklyn headquarters, the firm transforms salvaged and sustainably sourced exotic woods into architectural surfaces, installations, and furnishings that make an immediate visual and tactile impact. By combining a design studio, custom fabrication workshop, and sawmill under one roof, Tri-Lox delivers projects that are as deeply rooted in craft as they are in environmental responsibility.
From 2019 through 2021, I served as the firm’s PR lead, securing earned media in top architecture and design publications like Metropolis Magazine, alongside niche industry verticals in sustainability, luxury retail, and public space design. My work didn’t stop at press — I also managed newsletters, social media, and business development outreach to architectural firms, directly securing opportunities for Tri-Lox to pitch for major projects.
Turning a Water Tower Into a Playground
The NEST installation at the Brooklyn Children’s Museum took reclaimed cedar from NYC rooftop water towers and reimagined it as a climbable, woven landscape for children ages 2–8. The project became a media darling for its combination of material reuse, community engagement, and visual impact
Research, identify, and connect with leading architecture and design firms, securing introductions and coordinating in-person pitch meetings.
20+ major press placements in architecture, design, and sustainability outlets
3 landmark projects launched with national/international media coverage
100% media assets produced in-house, ensuring brand consistency
Business development outreach secured face-to-face pitches with leading NYC architecture firms
Ongoing Impact
Tri-Lox’s portfolio continues to grow in scale, scope, and influence. The media strategy we built during my tenure not only amplified their most iconic projects, but also positioned them as a go-to partner for architects, designers, and brands seeking story-rich, sustainability-forward wood design.
BUSINESS DEVELOPMENT
EARNED MEDIA
Securing high-impact placements in top architecture and design publications.